Trix is looking for a real rabbit to adorn its cereal boxes

Silly Rabbit, you’re fired!

General Mills, at the risk of an age-discrimination claim, is putting on leave the iconic cartoon rabbit mascot that has adorned Trix boxes for 56 years.

As part of its initiative to stop using artificial flavors and colors by 2017, the cereal brand is looking for a real rabbit since the cereal is becoming more real and a having a fake rabbit probably doesn’t represent it’s new brand ethos. It’s likely the biggest revamp the breakfast aisle has seen since 2012 when Quaker Oats debuted a slimmed-down version of its iconic Quaker, named Larry.

From now until Nov. 8, rabbit owners who want to turn their pets into cereal celebrities submit their entry on social media with the hashtag #RealTrixRabbit.

The sweepstakes similar to last week’s Lucky Charms Marshmallow contest that used a hashtag on social media to get people competing for a marshmallow-only version of the cereal.

So far, the rabbits don’t look enthralled:

The contest is off to meager star, with Topsy measuring just 62 times the hashtag has been used. General Mills says the winning rabbit’s face will be placed on a “limited run boxes in the winner’s hometown.”

Photos via General Mills.

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